Title: What drives consumers to purchase cryptocurrencies? An empirical investigation

Authors: Rachna Jain; Shikha Sharma

Addresses: Maharaja Agrasen Institute of Management Studies, GGSIPU, Flat-22B, Jyoti Apartments, Sector-14, Ext., Rohini, Delhi, 110085, India ' Maharaja Agrasen Institute of Management Studies, GGSIPU, C8, 260 A, First Floor, Keshav Puram, Delhi, 110035, India

Abstract: Cryptocurrencies emerged as a viable alternative to the conventional monetary system. It provides a technologically advanced, convenient, and decentralised mode of money that deals with high-risk, high-return investments. The objective of the study is to investigate consumer opinion within the framework of the TAM to examine the effects of perceived risk (PR), perceived ease of use (PE), and perceived trust (PT) factors on perceived benefits (PB), which drives the intention to buy cryptocurrencies. The PLS-SEM method analysed a cross-sectional quantitative sample. There is a significant association of PEU (b = 0.250, p = 0.001), PT (b = 0.427, p = 0.019), and PB (b = 0.158, p = 0.000) on the decision-making of consumers to buy cryptocurrencies. Policymakers/regulators design guidelines that protect investors by promoting ethical marketing practices and mitigating systemic risks. Digital platform developers ensure the privacy of financial/personal information, transparent fee disclosures, AI customer-assistance, accessibility and an interactive dashboard to build consumers' trust.

Keywords: cryptocurrency; ease of use; trust; risk; benefits; purchase intention; technology acceptance.

DOI: 10.1504/IJBC.2026.154760

International Journal of Blockchains and Cryptocurrencies, 2026 Vol.7 No.3, pp.291 - 307

Received: 28 Jan 2026
Accepted: 14 May 2026
Published online: 13 Jul 2026 *

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